WEBVTT 00:00.170 --> 00:07.130 There tends to be a lot of confusion between what is branding, what is publicity, what is direct sales, 00:07.130 --> 00:09.530 and what's the role between them. 00:09.560 --> 00:14.360 So to understand direct sales, that's for small business owners. 00:14.360 --> 00:19.790 Perhaps the most important thing because you need to make revenue, you need to sell direct sales is 00:19.790 --> 00:25.010 when people just come to your sales page or when you reach out, or when people come to your Amazon 00:25.010 --> 00:28.430 page and a transaction happens and sales happen. 00:28.640 --> 00:36.050 Branding does follow that in a couple of ways, because people where let's say it's your shirt or your 00:36.050 --> 00:42.740 item that they buy, they use your item, they become more and more aware of your brand, of your item, 00:42.740 --> 00:45.230 and your branding is their experience. 00:45.230 --> 00:48.740 If their experience is good, your brand is perceived as good. 00:48.740 --> 00:52.490 If they're if their experience is not so good, your brand is seen as not so good. 00:52.490 --> 00:57.530 But if their experience is good, they also tell their friends if it's a shirt, they wear it, their 00:57.530 --> 00:58.640 friends see it. 00:58.640 --> 01:03.470 So it has a viral component that does build branding and revenue. 01:03.470 --> 01:04.400 It's very important. 01:04.400 --> 01:12.500 Now the role of publicity is to get a lot of exposure thousand, 10,000, 100 thousands of people. 01:12.770 --> 01:15.410 Of course, not all of them are shopping right now. 01:15.410 --> 01:17.990 A lot of them, let's say you appear on the radio show. 01:17.990 --> 01:19.340 They're not shopping. 01:19.340 --> 01:20.450 They're driving. 01:20.450 --> 01:20.690 Right. 01:20.690 --> 01:24.710 They're listening to the radio or you're on TV, they're not shopping, they're watching TV. 01:24.710 --> 01:30.770 So they kind of make a mental note and they become aware of what you're doing. 01:30.770 --> 01:32.420 But you know what happens to mental notes? 01:32.420 --> 01:34.580 They go to the mental garbage can. 01:34.580 --> 01:39.110 So if you get a lot of exposure to a lot of people, they're not shopping right now. 01:39.110 --> 01:45.650 A small portion of them are shopping, but all of them get a little bit of awareness. 01:45.680 --> 01:54.770 Awareness is helpful because you may be very familiar that there are constantly new, new and new studies 01:54.770 --> 02:01.760 that say for a potential customer to engage with your brand, it takes them about 7 to 10 times hearing 02:01.760 --> 02:02.810 about your brand. 02:02.810 --> 02:08.780 That's the role of publicity, so that when they are ready to buy, when they do come to your sales 02:08.780 --> 02:10.040 page somehow. 02:10.700 --> 02:13.460 It's not the first time they see your brand. 02:13.460 --> 02:18.080 There is trust and familiarity, that familiarity that comes from publicity. 02:18.530 --> 02:26.870 The brand should have helps to convert that sale also because publicity is somebody else endorsing you, 02:26.870 --> 02:29.690 mentioning you and they're usually authoritative. 02:30.200 --> 02:32.330 That gives you authority. 02:32.330 --> 02:36.890 Anyone can say about themselves, I'm amazing, but that's cheap. 02:37.340 --> 02:40.490 People don't particularly trust that because anyone can say that. 02:40.490 --> 02:44.840 But if somebody else says that about you, which is which is publicity, right? 02:44.840 --> 02:52.280 People invite you on their show or somehow mention you positively because of your merit, especially 02:52.280 --> 02:58.910 if that source is very authoritative, that gives you authority and trust. 02:58.910 --> 03:09.080 So all of that culminates into building up your brand and authority so that when you're ready to sell 03:09.080 --> 03:13.460 or when the consumer is ready to buy, they're more likely to buy. 03:13.490 --> 03:19.670 Now, a lot of that publicity and mentions all this activity also tremendously boosts your SEO. 03:19.670 --> 03:23.990 We're going to talk about that later in the course, but it's a great side benefit. 03:23.990 --> 03:29.930 So to recap, what I really wanted to explain is that publicity gives you two things. 03:29.930 --> 03:40.070 Yes, it does give you sales, but it gives you branding too, and that branding will work to build 03:40.070 --> 03:42.410 you sales long term over time. 03:42.410 --> 03:48.830 For example, people tell me, hey, five years ago I saw you on your YouTube channel or I saw you on 03:48.830 --> 03:55.010 this radio show, or I heard you on this radio show or podcast, and I decided to buy now. 03:55.010 --> 03:56.510 And I'm like, wow, it took you five years. 03:56.510 --> 03:58.970 Yeah, that's branding awareness. 03:58.970 --> 04:01.250 They're not buying now, but they are aware. 04:01.250 --> 04:05.420 It's like if you see a billboard of Nike, Nike is great, right? 04:05.420 --> 04:12.020 You're not shopping right now, but they're keeping their brand on the forefront of their of your mind 04:12.530 --> 04:14.240 and what you need to go buy shoes. 04:14.240 --> 04:20.240 If you see Nike or Adidas and Nike, Nike, Nike, you have that idea that Nike is great. 04:20.690 --> 04:24.350 Then you're going to buy the Nike even though it may be overpriced. 04:24.350 --> 04:24.740 Whatever. 04:24.740 --> 04:25.100 Right? 04:25.100 --> 04:30.590 So that's the power of branding and it does boost your sales.